The human brain remains one of the great mysteries of our time. This remarkably complex biological structure employs billions of nerve cells and even more connection points to execute every thought, movement, function, and emotion in our bodies. All humans are equipped with what is essentially a supercomputer between their ears, yet we lack a complete understanding of how it works, or how to maximize its full potential. But this is starting to change.
Advancements in neurotechnologies, combined with billions of dollars in public and private funding flooding the fields of cognitive neuroscience and behavioral neuroscience, have made the “thinking brain” one of the hottest areas of scientific research.
President George H.W. Bush declared the 1990s the “decade of the brain” to mark the start of a federal-level funding and awareness campaign around brain research. In 2013, President Obama, during the launch of the public-private BRAIN Initiative, likened the mapping of the brain to the “space race” of the 1960s.
Advancements in neurotechnology, combined with billions in funding, have made the ‘thinking brain’ one of the hottest areas of scientific research.
Indeed, the race is on to unlock the secrets of the brain—to find a cure for diseases like Parkinson’s and Alzheimer’s; to treat disorders like Autism and PTSD; to enhance treatment of acute brain injuries; and to gain a better understanding of cognition and human behavior.
The excitement surrounding brain research has piqued the interest of business leaders, who traditionally have relied of experience, intuition, and tried-and-true methods for many facets of business, from sales and marketing to recruitment/retention to operations.
Why do people make the decisions they do? And, more importantly, how can we effectively influence people in their decision-making? The answers to these questions have the potential to transform any business organization, including AEC firms.
With this understanding, the SMPS Foundation, the research arm of the Society for Marketing Professional Services, set out to explore the known principles and most recent research surrounding the human brain and behavioral science. The goal: to discover connections between the science and the AEC business.
This six-month research project, headed by psychologist and behavioral scientist JonRobert Tartaglione, Founder of Influence51, culminated in August with the release of a 20-page report, “The Neuropsychology of Influence and Decision-Making.” In it, Tartaglione presents distinct concepts related to influence and decision-making, with advice on how AEC firms can apply these concepts.
On behalf of the SMPS Foundation Board of Trustees (I’m a proud two-year board member), I invite you to download this important report. It’s a must-read for any AEC firm leader.
Related Stories
| Jul 25, 2012
Contract awarded for Gaillard Municipal Auditorium renovations in Charleston, S.C.
Seeking LEED Silver certification, the project will begin in August and is slated for completion in December 2014.
| Jul 24, 2012
Boyer joins Thornton Tomasetti as vice president in New York office
Boyer will support Thornton Tomasetti’s Building Performance and Property Loss Consulting practices in the East U.S. region as well as nationally.
| Jul 24, 2012
Dragon Valley Retail at epicenter of Yongsan International Business District
Masterplanned by architect Daniel Libeskind, the Yongsan IBD encompasses ten city blocks and includes a collection of high-rise residences and commercial buildings.
| Jul 23, 2012
Venturi Scott Brown and Associates Becomes VSBA, LLC
After over fifty years as one of the world’s most renowned architects, Bob Venturi has retired from practice, while Denise Scott Brown continues to publish and present her work.
| Jul 23, 2012
Giants 300 Firm Index 2012
An alphabetical index of the Giants 300 AEC firms and their ranking in specific categories.
| Jul 23, 2012
Haynes Whaley announces leadership transition
Pronier has worked in the construction industry for the past 30 years.
| Jul 23, 2012
Missner Group completes construction of Chicago auto dealership
The Missner Group also incorporated numerous sustainable improvements to the property including the implementation of a vegetative roof, and the utilization of permeable pavers for the parking lot.
| Jul 20, 2012
2012 Giants 300 Special Report
Ranking the leading firms in Architecture, Engineering, and Construction.
| Jul 20, 2012
Data Centers Report: Demand ‘exploding’
BD+C's Giants 300 Top 25 AEC Firms in the Data Center sector.
| Jul 20, 2012
Office Report: Fitouts, renovations keep sector moving
BD+C's Giants 300 Top 25 AEC Firms in the Office sector.